Industry, vendors and partnerships
Build your presence at BeerFest Days
Connect your brewery, beverage brand, business or organization with Edmonton consumers, hospitality professionals, retailers, buyers, distributors, artists and community partners. BeerFest Days welcomes participants from Edmonton, Alberta, across Canada and international markets.
Who can take part
A platform for business, culture and community
Participation extends beyond breweries. BeerFest Days brings together the industries, artists, organizations and services that shape the complete festival experience.
International reach. Edmonton benefit.
Participation that strengthens the host city
BeerFest Days welcomes outside participation and new market activity while encouraging collaboration with Edmonton businesses, workers, suppliers, artists, hospitality operators and community organizations.
Out-of-area participants are expected to contribute to, rather than extract from or displace, Edmonton’s established industry and cultural communities.
Edmonton, Alberta, Canada
Edmonton BeerFest Survival Guide
How to make your festival participation a success in Edmonton—whether you are joining us from Alberta, elsewhere in Canada or another country.
2026–2027 Edition| Prepared for | Beverage producers, vendors, artists, volunteers, partners and community organizations |
|---|---|
| Published by | Edmonton’s International BeerFest Society |
| Edition | 2026–2027 Edition |
| Official site | https://internationalbeerfest.com/ |
| THE PROMISE Every producer has a place, every artist has a stage and every guest has a seat at the table—while the festival creates lasting economic, industrial, cultural and civic benefits for Edmonton. |
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Original participant documentation. This guide is not affiliated with or reproduced from The Edinburgh Fringe Survival Guide.
Start Here
| READ THIS FIRST Your signed agreement, event-specific confirmation package, site plan and written instructions from the Society control where they are more specific than this guide. Government rules always prevail. |
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The ten-minute survival checklist
Confirm your registration, payment, insurance and assigned footprint.
Name one onsite lead and one backup who can make decisions immediately.
Read the current AGLC, AHS and City requirements that apply to your activity.
Submit licences, certificates, menus, products, logos and staff lists by the stated deadlines.
Plan transport, loading, parking, storage, ice, water, power, waste and weather protection.
Train everyone before arrival; bring proof of required certification.
Design an accessible, stable booth with clear prices, origin information and responsible messaging.
Arrive only during your assigned load-in window and check in before unloading.
Track leads, sales, samples, local purchasing, staffing and problems during the event.
Complete strike, waste removal, ticket/token reconciliation and the post-event report.
Who this guide is for
Beverage producers, liquor agencies, importers, distributors and retailers.
Food trucks, restaurants, artisans, exhibitors and experience providers.
Musicians, DJs, performers, designers, models and cultural programmers.
Sponsors, tourism partners, buyers, media, charities and community groups.
Volunteers, contractors, supervisors and participant staff.
Contents
1. Society ethos and civic purpose
2. Participation framework
3. Registration and deadlines
4. Producer and liquor-vendor playbook
5. Food, artisan and general vendors
6. Artists, performers and community groups
7. Booth design and site operations
8. Safety, accessibility and conduct
9. Marketing and industry results
10. Event-day operations
11. Close-out and impact reporting
12. Official resources and templates
1. Society Ethos and Civic Purpose
Edmonton’s International BeerFest Society facilitates an open-access international festival celebrating beverage, hospitality, tourism, performing arts and local culture. The Society provides the shared structure needed for participants to meet the public, buyers and one another.
The Society does not exist to decide which lawful product, business, artistic discipline or cultural expression is superior. Participation remains subject to available space, registration, licensing, safety, accessibility and operational requirements.
Open access with responsibility
Welcome established and emerging participants from Edmonton, Alberta, Canada and abroad.
Apply published requirements consistently and explain operational decisions.
Allow participants to control what they present and how they present it within the rules.
Refuse or remove unlawful, unsafe, discriminatory, deceptive or materially disruptive activity.
Protect the health, dignity, identities and intellectual property of participants and guests.
Provincial system, local benefit
BeerFest operates within Alberta’s provincial liquor-licensing, ordering and distribution system. Provincial commerce should remain open, while the activity generated by an Edmonton festival should also benefit the local economy, local culture and the industries that participate in or support the event.
Create work for Edmonton businesses, employees, artists, contractors and suppliers.
Connect local producers with consumers, retailers, distributors and hospitality buyers.
Generate activity for hotels, restaurants, transportation, tourism and downtown businesses.
Showcase Edmonton’s music, fashion, food, art, neighbourhoods and cultural communities.
Welcome outside participation while measuring and protecting meaningful local opportunity.
Participant contribution
Every participant helps deliver this purpose. Identify where you are based, credit collaborators, source locally where practical, hire responsibly, share accurate information and report the economic or cultural outcomes created through the festival.
2. Participation Framework
What open access means
Applications are welcomed broadly. Acceptance depends on fit with the festival footprint, lawful operation, capacity, safety documentation, payment and the ability to meet deadlines. Open access is an opportunity to participate—not a guarantee of a particular location, schedule, sales volume or audience result.
Participant categories
| Category | Typical participants | Primary obligations |
|---|---|---|
| Liquor | Producers, agencies, importers, retailers | AGLC compliance, approved products, trained staff, responsible service |
| Food | Food trucks, restaurants, caterers | AHS notification, approved food handling, handwashing, temperature control |
| Market | Artisans, makers, retailers | Safe display, accurate claims, product liability, payment readiness |
| Arts & culture | Musicians, performers, designers, community groups | Technical advance, schedule discipline, respectful content, releases |
| Partner | Sponsors, buyers, tourism, media, charities | Activation approval, branding compliance, data/privacy and agreed deliverables |
Non-negotiables
Only occupy the location and footprint assigned to you.
Do not transfer, sublet or share space, credentials, liquor, tokens or sales privileges without written approval.
Do not make misleading origin, health, environmental, charitable or sponsorship claims.
Do not discriminate, harass, threaten or retaliate.
Immediately follow lawful directions from inspectors, emergency services and authorized festival leads.
3. Registration and Deadlines
Your participant file
Completed registration and signed agreement.
Legal name, operating name, address and city/region of origin.
Primary and backup onsite contacts.
Proof of payment and required commercial general liability insurance.
Applicable licence, permit, certification and inspection documents.
Product/menu list with prices, sample sizes, allergens and service method.
Booth plan showing tent, trailer, tables, signs, equipment, utilities and storage.
High-resolution logo, approved description, web and social links.
Staff/volunteer list and proof of mandatory training.
Accessibility or accommodation needs submitted early enough to address.
Recommended timeline
| When | Participant action | Why it matters |
|---|---|---|
| On acceptance | Sign, pay, insure and name your lead | Space is not operationally confirmed until requirements are met |
| 6–8 weeks out | Finalize licences, menu/products, utilities and staffing | Allows review and correction |
| 6-8weeks out | Submit creative assets and activation plan | Supports collective marketing and site coordination |
| 1–2 weeks out | Train staff; confirm inventory and transport | Prevents event-day surprises |
| 72 hours out | Reconfirm contacts, load-in and weather plan | Keeps the final handoff clean |
| After event | Reconcile and report outcomes | Supports payment, accountability and civic impact |
| DEADLINE RULE Do not assume that an old form, prior-year deadline or verbal conversation replaces the current written confirmation package. |
4. Producer and Liquor-Vendor Playbook
| CONTROL POINT The event licence holder controls liquor possession, purchase, storage, sale and service within the licensed area. Never bring, move, sell or serve liquor outside the approved process. |
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Before product is ordered
Confirm the event’s exact Public Special Event Licence category and Society service plan.
Submit each product name, category, SKU where applicable, format, wholesale source and agency/producer contact.
Identify whether product is Edmonton-made, Alberta-made, Canadian or international; do not blur place of origin.
Confirm who orders, receives, owns, stores, chills, moves and reconciles product.
Obtain written approval before substitutions, donations, promotional stock, kegs, partial cases or direct delivery.
Staff and responsible service
AGLC training requirements depend on the type of Public SEL. For a commercial public resale licence, AGLC states that managers, supervisors, bartenders, servers, drink-ticket sellers and security roles listed by AGLC require ProServe. Community-licence requirements differ. The Society may impose a higher event minimum. Confirm the licence type and staffing rule in writing.
Bring clear digital or printed proof of required ProServe certification.
Check identification as directed and never serve a minor or a person who appears intoxicated.
Know the refusal process, escalation contact and incident-reporting location.
Keep water available and support responsible pacing without judgment or argument.
Service and booth controls
Use only the approved serving sizes, vessels, prices and token/payment method posted for the event.
Keep product, ice, tools, personal items and waste separated and secure.
Maintain an opening count, replenishment record, closing count and loss/breakage note.
Never trade or transfer tokens, product or revenue between participants outside the approved reconciliation process.
Stop service immediately when directed by the licence holder, AGLC, security or emergency personnel.
Make the booth produce industry results
Display producer name, city/region of origin, agency and product names clearly.
Prepare one consumer message and one wholesale-buyer message.
Use a QR code for product information, store locator, wholesale contact and consent-based lead capture.
Schedule qualified staff for buyer periods; do not leave every conversation to temporary pour staff.
Record buyer leads, requested follow-ups, consumer requests and geographic interest before leaving each day.
Official liquor resources
AGLC public special-event licences — Open resource. Licence categories, portal and current training summary.
Public SEL policies and guidelines — Open resource. Use the newest posted version; the page identifies its last update.
ProServe liquor staff training — Open resource. Eligibility, course, certification and proof requirements.
LiquorConnect — Open resource. Product search, Alberta-made categories, store locator and agency information.
Liquor Agency, Supplier or Manufacturer — Open resource. Agencies and suppliers play an important part in Alberta’s liquor industry. As private businesses they supply and import the thousands of liquor products available for sale, on a consignment basis, within the province
5. Food, Artisan and General Vendors
Food vendors
Food vendors are responsible for meeting current Alberta Health Services requirements. AHS classifies public festivals with non-volunteer vendors as special events and provides organizer and vendor notification packages, training and temporary handwashing guidance.
Submit the applicable AHS notification and supporting forms by the event deadline.
Use an approved source and preparation location; obtain permission forms where required.
Plan potable water, handwashing, sinks, temperature control, wastewater, grease and waste removal.
Post clear prices and disclose priority allergens accurately; prevent cross-contact.
Food vendors may not accept liquor sampling tokens unless the Society expressly authorizes a separate, lawful system.
Remain inspection-ready and stop an unsafe process immediately.
AHS Plan an Event — Open resource. Current special-event information packages, notifications and food-safety resources.
City mobile food vending — Open resource. City-property business licence, approved-vendor list and insurance requirements.
Artisans, retailers and experience vendors
Sell only approved goods or services and keep claims accurate.
Provide stable displays with secured weights, shelves and signs.
Protect customer payment data and obtain consent before adding anyone to a mailing list.
Keep demonstrations inside your footprint and maintain accessible circulation.
Carry appropriate product liability coverage where the nature of the product requires it.
Separate retail transactions from liquor token systems and reconciliation.
6. Artists, Performers and Community Groups
BeerFest is an international beverage festival and a platform for performing arts and local culture. Artists retain responsibility for their work while participating within a shared public environment.
Performance advance
Confirm arrival, check-in, soundcheck, performance, changeover and departure times.
Submit stage plot, input list, playback format, power needs, accessibility needs and primary contact.
Identify content that may require age guidance, special safety planning, permits or audience separation.
Do not add flame, pyrotechnics, weapons, aerial apparatus, animals, smoke, confetti or liquids without written approval.
Use only licensed or authorized music, visuals, designs and recordings.
Local culture and respectful participation
Credit the community, artist, Nation or knowledge-holder connected to cultural material.
Do not market Indigenous, cultural or community collaboration without permission.
Avoid stereotypes, costume-based caricature and false claims of authenticity.
Make space for Edmonton’s diverse communities without treating culture as decoration.
Report harassment, discrimination or cultural safety concerns to the Society promptly.
Community organizations
Charities and non-profits should arrive with a clear public purpose, approved fundraising method and transparent statement about where funds or data go. Do not imply that the Society endorses a cause beyond the written partnership.
7. Booth Design and Site Operations
Build for function first
Stay entirely within the assigned footprint, including doors, hitches, weights, signs, queues and storage.
Use flame-retardant tents where required and secure structures with approved ballast; do not improvise anchors.
Keep exits, fire lanes, hydrants, accessible routes and neighbouring sightlines clear.
Use outdoor-rated electrical equipment and protect cords from water, damage and trip hazards.
Request power, water, drainage, refrigeration and internet in advance; availability is never implied by a booth fee.
Keep a clean back-of-house zone hidden from guests and remove waste throughout the day.
What to pack
| Category | Examples |
|---|---|
| Documents | Agreement, insurance, licences, certificates, contacts, inventory and delivery records |
| Service | Approved vessels, tools, sanitizer, gloves where needed, towels, water and waste containers |
| Brand | Signs, menu, origin statement, QR codes, cards and accessible printed information |
| Operations | Tape, clips, approved weights, extension protection, chargers, lighting and basic repair kit |
| People | Staff schedule, breaks, weather clothing, closed-toe footwear where required and emergency contacts |
City planning resources
Festivals and events planning — Open resource. City public-space event planning and application route.
Special-event development and building permits — Open resource. Temporary structures, services, applications and inspections.
Noise exemption permits — Open resource. Current requirements for activities expected to exceed permitted noise levels.
8. Safety, Accessibility and Conduct
Shared safety duty
Know the nearest exit, first-aid point, fire extinguisher and participant check-in.
Report hazards immediately; do not wait for someone else to notice.
Follow the festival weather, air-quality, evacuation and shelter instructions.
Keep emergency routes and public circulation clear at all times.
Document injuries, refusals, missing persons, threats, property damage and other significant incidents.
Never obstruct or argue with an inspector or emergency responder performing their duties.
Accessibility
Provide a service counter or method usable by guests who cannot reach a high bar.
Use readable type, strong contrast, plain language and uncluttered signs.
Keep mobility-device space and accessible routes free of stock, cords and queues.
Offer information verbally and in writing where practical.
Welcome service animals and disability-related supports in accordance with applicable requirements.
Ask what assistance is wanted; do not touch a person or mobility device without permission.
Participant code of conduct
Treat guests, workers, volunteers, artists, vendors, inspectors and neighbours with dignity. Harassment, discrimination, violence, intimidation, unsafe service, deliberate deception, retaliation and unauthorized recording in private areas are not acceptable. The Society may use proportionate measures up to removal and future ineligibility, subject to the participant agreement and applicable law.
9. Marketing and Industry Results
Collective promotion
The Society promotes participants collectively. Participants remain responsible for the accuracy and legal use of their own names, logos, claims, images and offers.
Submit a current logo, concise description, city/region of origin and working link.
Use the correct BeerFest name, dates, location and approved marks.
Do not imply exclusivity, title sponsorship or official partnership without written authority.
Use consent-based photography, lead capture and email marketing.
Do not geo-block or selectively hide material information in a way that misleads participants, sponsors or consumers.
A simple success plan
| Goal | Action | Measure |
|---|---|---|
| Consumer discovery | One clear story and easy next step | Scans, follows, store requests, direct feedback |
| Wholesale growth | Qualified buyer lead capture | Meetings, samples requested, listings, follow-ups |
| Local benefit | Hire/source locally and identify origin | Local spend, jobs, collaborators and media |
| Cultural impact | Feature local artists and communities | Paid opportunities, audience reach, partnerships |
Official participant links
BeerFest exhibitor registration — Open resource. Participant categories, current registration information and contact details.
BeerFest website — Open resource. Festival information and public-facing updates.
BeerFest sponsor and vendor material — Open resource. Use only current, approved assets and instructions.
10. Event-Day Operations
Load-in
Arrive during the assigned window with your vehicle pass and participant contact available.
Check in before unloading and confirm the exact assigned footprint.
Unload efficiently, move the vehicle, then build the booth.
Complete required inspections before opening or serving.
Photograph your finished setup and opening inventory for your records.
During service
Keep a trained decision-maker onsite and reachable.
Maintain the booth, public edge and storage area continuously.
Take staff breaks and rotate demanding roles before fatigue creates risk.
Reconcile inventory, leads, incidents and equipment needs at each shift change.
Escalate early: participant services first, then security/medical/emergency channels as appropriate.
Emergency priorities
| LIFE SAFETY FIRST Call 911 for immediate threats to life or serious emergencies, then notify festival control when safe to do so. Follow site announcements and do not independently direct the public unless assigned that role. |
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Daily close
Stop service and sales at the instructed time.
Secure product, cash, devices, data and valuables.
Remove waste, food and standing water; leave fire and access routes clear.
Submit required counts, tokens, incident notes and next-day requests.
Do not leave early or abandon the footprint without written authorization.
11. Close-Out and Impact Reporting
Strike
Wait for public egress and the official strike release.
Reconcile product, tokens, equipment and borrowed property.
Remove everything you brought, including fasteners, weights, waste and grease.
Report damage, loss or injury before departure.
Obtain checkout confirmation where required.
Report what BeerFest created
The Society uses participant reporting to demonstrate economic, industrial, cultural and civic benefit. Supply reasonable totals without disclosing confidential commercial information unnecessarily.
| Impact area | Suggested measures |
|---|---|
| Economic | Sales, local procurement, accommodation, transport, local contracts and estimated follow-on business |
| Industry | Buyer meetings, listings, distribution leads, collaborations, product requests and market entries |
| Employment | Paid staff, contractors, artists, volunteers and hours worked |
| Cultural | Performances, designers, artists, communities represented and paid opportunities |
| Public | Guests engaged, education delivered, accessibility actions, charity or community outcomes |
| Origin | Edmonton, regional, Alberta, Canadian and international participants/products |
Post-event review
What worked and should be repeated?
What created risk, delay, waste or confusion?
Which leads require follow-up and by when?
What local economic or cultural benefit can be verified?
What should the Society change before the next edition?
12. Official Resources and Working Templates
Use the live pages below rather than saved copies whenever possible. Regulations, forms, fees and municipal processes can change.
Liquor
AGLC public special-event licences — Open resource. Official licence categories and links.
Public SEL policies and guidelines — Open resource. Current public-event policy document.
ProServe — Open resource. Responsible-service training and certification proof.
LiquorConnect — Open resource. Products, agencies and stores.
Food and public health
AHS Plan an Event — Open resource. Organizer and vendor special-event resources.
City of Edmonton
Civic Events and Festivals — Open resource. Public-space event planning.
Special-event permits — Open resource. Development, building and trade-permit guidance.
Mobile food vending — Open resource. City-property vendor requirements.
Noise exemption permits — Open resource. Outdoor sound and application guidance.
Churchill Square and City Hall Plaza bookings — Open resource. Venue application information.
BeerFest
Official festival site — Open resource. Current festival information.
Exhibitor registration — Open resource. Registration categories and participant contact.
Participant working templates
| Template | Minimum fields |
|---|---|
| Participant profile | Legal name • operating name • city/region • category • lead • backup • emergency contact |
| Product/menu register | Item • SKU • origin • supplier • format • price/tokens • serving size • allergen/service note |
| Staff register | Name • role • shift • phone • required certificate • certificate expiry • supervisor |
| Inventory log | Opening • received • transferred with approval • served/sold • waste/breakage • closing |
| Incident note | Time • location • people • observed facts • action • notified parties • follow-up |
| Lead log | Contact • organization • consent • interest • requested action • owner • due date |
| Impact report | Local spend • staffing • sales • buyer leads • cultural participation • community benefit • lessons |
Ready to participate?
Review the current registration categories and contact the BeerFest team before deadlines close.
View exhibitor registration
